Advertisers Need to Be Storytellers—First and Foremost (via WSJ)
Image via Wall Street Journal
For an industry founded on creativity, Advertising seems to have forgotten its roots. We spend billions on Data and analytics solutions to maximize targeting. But at the end of the day, what are we targeting? In her article in the Wall Street Journal, FCB’s Global Chief Creative Officer Susan Credle points out that great storytelling is no longer the primary focus, even though long-term brand awareness is key to a successful campaign.
“Great marketing isn’t about one ad, one piece of content, one moment in time. It is definitely about more than data and technology. It is about a relentless and lasting commitment to a brand’s story, and the elation of waking up every day with an opportunity to help write the next chapter.”